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Carcierge: An Innovative Approach to Car Sales
內容大綱
In February 2016, the principal dealer of several European luxury automotive dealerships learned from Audi of America LLC (Audi) that he would have to relocate one of his dealerships to a new location. The relocation would be to a new market area and the dealer would most likely lose his current customer base. Instead, the dealer used the opportunity to create a new business model for auto retailing that could enable him to maintain his market share without having to comply with Audi’s relocation requirement. His new concept, named “Carcierge” and opened in 2016, was showing initial success, but the dealer wondered whether the boutique sales model he developed would be viable in the long run.
學習目標
The case is suitable for both undergraduate and graduate courses dealing with business strategy, market analysis and strategy, marketing management, and consumer/buyer behaviour. The case introduces the importance of research, data analysis, targeting, and positioning particularly as it relates to a shift in industry market behaviors. The case also highlights the complexities of automobile retailing and how automakers can change their retail and advertising strategies to cope with shifts in consumer behavior. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the forces changing the automotive retail industry and the challenges in moving to alternate retail formats.</li><li>Identify the challenges and opportunities in implementing change in a conventional marketplace and the advantages and disadvantages of alternate auto retailing.</li><li>Evaluate how organizations deal with unintended and conflicting expectations of stakeholders.</li></ul>